With a break from conformity, the Hublot brand was born. Carlo Crocco, the Milanese watch afficionado, created a spare, clean and definitive brand. The Hublot porthole-based watch line is instantly recognizable. The twelve screws around the bezel not only act as hour markers, but also accentuate the naval theme. The unique case designs were fused with unique straps. Instead of traditional metals or leather, Hublot turned heads by connecting rubber straps to their precious-metal watch cases. The rubber is not only unique, it is also flexible, corrosion, abrasion and sweat resistant, and of course waterproof. This avante garde decision in the 1980s is now a staple among other Swiss Brands. With the arrival of Jean-Claude Biver of Blancpain to the halls of Hublot, and the Introduction of the fusion-based Big Bang line, the brand's stature has been amplified. The Big Bang, with its high tech 21st century conglomeration of materials, won Wristwatch of the year in 2005.